adidas: Increasing Certainty Behind New Growth Platforms.

Opportunity

adidas, a world leader in sportswear wanted to establish a foothold in a new sports category behind innovative product and sustainable package technologies. The opportunity raised serious challenges because adidas is not known to the target category. Such an entry was also expected to face serious competitive pressure in a global market dominated by well established iconic brands.

How we did it

A positive assessment was needed to encourage adidas to move forward with a strategic partnership to introduce the initiative globally. By collaborating with the strategic partnership team Valen designed and executed a quick turnaround plan to translate the initiative into full concepts, and validate the appeal and strength of the proposition in Europe via a proprietary Prediction Market model to assess the probability of market success.

Results

In less than three weeks from project kickoff we confirmed that the initiative has a good potential to perform well with a significantly high probability for consumers to buy the adidas product instead of their usual brand. We also confirmed the absence of any issues related to brand fit by isolating and confirming the integrity of the lead brand equity Points of Difference. adidas leveraged the outcome by moving forward with a broader scope strategic partnership plan which encompassed new platforms to drive growth in completely new categories.